Mobile and Web Marketing, Advertising and Tech Shmooze

Category : Online Marketing and Internet Advertising News

Just released our latest addition to the family of websites from EnContext Media.

They include:

www.forcoolfashion.com
www.forhealthmatters.com
www.forhomesandgardens.com
www.giftsandspecialoccasions.com
www.forlaptopsandmobile.com

Looking for feed-backs, ideas on how to improve, articles suggestions, etc.

I recently came across a very interesting post entitled “3 questions every marketer should ask when starting an AdWords campaign” and realizes that often the questions that marketer asked themselves are so complex that they loose perspective on what is elementary.  In this article the author speaks about the three fundamentals of running an Adwords campaign:

1) What phase of the sales funnel are our targeted customers in?

2) How are customers searching for us?

3) What keywords are our competitors using?

While all these are indeed excellent questions to ask oneself, I wonder how many people really understand what it means to spend $5 or $10.00 a click on Google.  With the best case scenario as far as conversion rates, this means that the acquisition cost will run at $100 or more… A staggering number when we are operating in an environment where comparative shopping is so easy and simple to do.

And while all these articles about Google Adwords are great and cover such an extensive ground, do they really help most campaigns? Probably yes but the fundamental question remain for most advertisers. Can we afford this?

An interesting dilemma..

Here is the link to the article:  http://sherpablog.marketingsherpa.com/online-advertising/3-questions-start-adwords-campaign/

 

Jean M. Touboul

encontextmedia.com

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Digital advertising agencies believe that the effectiveness of TV advertising is on the decline, and are making a move to online video, according to a survey conducted by Rocket Fuel among 149 digital agency professionals, the majority of whom directly authorize media spend. 8 in 10 respondents plan to spend more on online video this [...]
Jean Touboul EnContext Media LLC

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Posted on June 19, 2013 on Streaming Media Forum
Second screening is comparable to eating dinner in front of the TV. For many it’s an everyday occurance, while for others its unthinkable. But whether you like it or not second-screening—now an adjective—is going to be around for a while so you’d better try it out.

That was the message from Wowza Media Systems VP of product management Chris Knowlton at Streaming Forum in Wednesday’s session “Enhancing the Second Screen Experience with Multiscreen Streaming.” He had a few pointers than could help media owners out.

Recent studies from Nielsen reveal that 85% of TV viewers are also second-screening at least once a month, with 40% of them doing so daily. Comparable figures from Thinkbox in the UK illustrate that 86% of people who have both TV and internet have multi-screened and 34% claim to do so on a regular basis.

“It’s clear that second screening is growing and that strong second-screen engagement appears to increase viewers and their retention to content and to ads,” said Knowlton, referencing a Thinkbox study which had revealed this counter-intuitive behavior.

“You can create a virtuous cycle, in which the more you get people to talk about the content, the more people will watch it and the more you can charge for the advertising around it,” he stated.

He outlined five key things that a consumer needs in their second screen app. “Discovery can help them find content, but you need to help it to them easily perhaps by setting up the app to be a remote control,” he said. “Information supplementary to the primary content, such as IMDB data which can enhance the context of the main content. Participation means letting viewers vote or in some way interact directly with what’s happening on the air. Enable some form of e-shopping related to what users see on TV. And social, a particularly key element, which means ensuring viewers can connect and share with friends during and about TV shows.”

Second screening is not necessarily a new distraction. People have always done the crossword, read a newspaper or talked with others while the TV is on. But new technologies present the first opportunity to link content on the primary screen with supplementary engagement on another device.

“For TV executives second screening is both scary and exciting,” he said. “Scary, because second device distractions run the risk viewers not becoming loyal fans, but exciting because if used properly, a second-screen app can pull them deeper into your content.”

Knowlton said the main distractors from primary screen content are email, unrelated web surfing, and shopping on unrelated sites.

Attractors, on the flip side, include remote control apps (Dijit Universal Remote for iPhones; Xbox SmartScreen or Nintendo Tvii); social networks; companion content; and third-party devised second-screen apps.

Knowlton’s presentation focused on the latter two categories as an answer to how we can devise apps or experiences that attract viewers to engage in richer ways with the primary content.

“A companion app is where you have content specifically created to augment the primary content on the main screen and may include curated social feeds, synchronization techniques, gamification or stats,” he said.

“There might also be photos and video related to content and cast, schedules of when viewers are able to watch it and the ability to set reminders plus polls about show developments to encourage interaction.”

Some examples are SyFy for iPad, USA Anywhere, Showtime Sync, CBS Connect, MTV WatchWith, and Backstage Live (for Emmy awards).

The characteristics of third-party created apps is mainly that they work across different channels and properties, examples being IntoNow, Tvplus, Viggle, GetGlue, Fan and Shazam.

“As a viewer, with these applications, you can filter the content guide to what appeals to you. If you have 100 channels in the guide you can search across all of them and no matter the network it will retrieve it for you very easily. It can also recommend different content.”

An example of a narrow third party second screen app is Beyond the Box: This app takes tweets from 2000 athletes and 1000 media commentators in the fields of hockey, baseball and American Football and curates them specific to teams or particular games.

A broader one is Zeebox, Knowlton outlined, “which aspires to be the app that broadcasters go to when they want a companion app but don’t want to build it themselves.

“For example, it has an updated feature showing the most popular content based on Tweets or live viewing to draw you in. So you may discover new content that you may not have been looking for just based on the community around that content.”

“There are partners who can help build a social TV or second screen eco-systems for you,” he emphasized. “Second screen activity is going to go on regardless, so it is up to content producers to cultivate that activity, harness it, and to guide viewers to a deeper experience with content. You’ll find that many of them want to do this anyway, they just need a little help.”

By Adrian Pennington  – Posted on June 19, 2013 on Streaming Media Forum

Article by By ? July 8, 2013 ?

Does you company have a videoconferencing area, one made for executives so they can have a little facetime with remote offices? If so, you already have a web broadcasting studio ready to go.

Videoconferencing studios and online video studios use the same equipment, so companies that have made an investment in videoconferencing are ready to go with online video. At the recent Streaming Medea East conference in New York City, Accenture’s video service delivery lead George Levar explained how Accenture built a videoconference area several years back to save on travel costs for senior management.

Videoconference

“That was very much a travel-avoidance cost-driven decision. What we’ve done since then is to look at this as integration with webcasts as a way to increase the value you get from your videoconference and telepresence investment without having to do too much additional investment,” Levar explained. “Your videoconference and telepresence is some cost of bandwidth you have and the network to make all that connect is already there. So, if you can integrate it well into your streaming, you then transform these videoconference end-points from a point-to-point device into a global broadcasting device.”

While the studio might seem simple by online video standards, it does the job of letting senior executives communicate what they need to say.

“We have moved through that over the course of about the last three years. We now have a broadcast center in Chicago. It is essentially a television-quality broadcast facility built specific for taking videoconference endpoints and generating broadcast webcasts that have graphics and lower-thirds and scroll-ins,” Levar said. “What we see is that, yes, people like the quick-and-dirty webcasts, and if an executive gets his message out, then that’s fine.”

In large companies, the only way that senior executives can communicate to the full employee base is with some kind of online video solution. For more on creating a unified communications solution, watch the full video below.

TV is the largest ad spending medium in the US, and its growth rates appear to have outpaced the ad market as a whole for some time. But, Q1 2013 data marks a narrowing of the gap as political and Olympic dollars exit the market and primetime ratings fall, according to MarketingCharts analysis of figures both provided and publicly released by Kantar Media. This article examines: how TV ad spending has continued to grow in the US despite a nearly saturated audience; why TV remains the prime medium for ad spending; the segments that are growing most rapidly; and projected TV ad spending growth rates up to 2017.

Read the full article on Marketing Charts at http://bit.ly/10LfCc7

Best Practices for Cloud Video Workflows – A Streaming Media East panel helped attendees understand the different workflow solutions and make the best choice.
By Troy Dreier
This article was posted on November 8, 2012 http://www.streamingmediaglobal.com

Today’s video workflows are moving to the cloud, but there’s no one-size-fits-all solutions that works best for all companies. Cloud video workflows vary widely in both cost and features. At a Streaming Media East panel discussion on cloud video workflows, three experts helped attendees understand the different solutions available and choose the right one for their needs.

The panelists also gave out plenty of practical advice on related topics such as attracting an audience to online video.

“You see shows like ‘L.A. Ink’ and ‘Ice Road Truckers,’ and you think that that’s just the show because you don’t really think about it,” offered Finbar O’Hanlon, founder of Linius. “And it’s not wild footage. You don’t just shoot a truck going down an ice road. That’s not a show formatted for TV, so there is a difference between just shooting something and sticking it online and hoping people are going to watch it, and making something that’s actually a compelling viewing experience. If you’re going to put things online and you want brand exposure and you want it to be sticky content, you’ve got to make it sticky content as a content producer.”

Also, when creating video for online viewing, think about how the viewer will watch it.

“One of the things that I’ve learnt with some people, it’s like [fellow panelist] Susan: Here is all this stuff, and the expectation is lots of people are going to look at it and they don’t,” said O’Hanlon. “Secondarily, people put text on video and then try to put it on handsets. It’s all compressed and you can’t see anything. It’s thinking about the actual viewing display device before you actually start putting anything. There’s no point in putting subtitles on a cell phone: no one can see it.

To get best practices on online video and cloud workflows, watch the full video below.

Watch the video – click here

Best Practices for Video Workflow in the Cloud

A number of vendors offer cloud-based video publishing platforms, but the features and functionality-not to mention cost-vary widely. Some vendors focus their solutions on content management and monetization, while others are geared toward enabling syndication and interactive advertising campaigns. This session lays the groundwork for content owners to better understand which type of cloud- based publishing platform is best, what benefits the cloud provides to their business, and ways to streamline their video workflow.

Moderator: Troy Dreier, Senior Associate Editor, StreamingMedia.com and OnlineVideo.net
Speaker: Susan Kaup, Content & Community Producer, MIT Enterprise Forum
Speaker: Finbar O’Hanlon, Founder, Linius
Speaker: Michael Dunn, CTO, Hearst Interactive Media

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I heard and read a memo from an employee of Google explaining how G+ is a failure because Google does not get platform. This is the probably the most ridiculous statement I’ve seen yet (and it originated from a Google employee no less – Astounding)

Google+ is nothing more than a copy-cat of Facebook with a couple of things added but nothing significant to distinguish it (as a matter of fact it has a lot less when it comes to game and fun space).  It is obvious that Google is trying to catch up and this is not the kind of game they are very good at playing. Google seems to have forgotten the golden rule of their own success. Find out what your “customer” wants and deliver it better and faster than anyone else. Why is Google+ not linked to their magnificent search, combining Facebook and Yelp into one for instance or taking it to a much higher level of association using search/interest/communities…  Google dominates searches on the Web, yet you would not have guessed it if you looked at G+. It looks to me like a poor attempt to chip away at Facebook’s success, and not even in a very convincing one for that matter.

Google has built some of the most impressive apps and interfaces that I’ve seen in the business. Adwords for example has become a standard, and is copied by pretty much anyone who wants to launch an ad platform (yes platform). Analytics could certainly be more user friendly but, by god, it delivers what most would want to see in a manner that is more than acceptable and the number of users is proof enough.

Google would certainly “gets platform” if it was focused on its core business/competency and had a purpose within these parameters and not simply try to imitate. G+ does not.

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Social Media, Social Business, Social CRM Brochure

As a marketing professional are you increasingly challenged by social technology and its impact on your organization? Just as you’re comfortable with social media marketing…are you now confronted with “Social CRM?” Even after you’ve put in the effort to understand Facebook, Twitter and blogging, are you struggling to measure the impact of your work, to show a true ROI, to make sense of the social conversations, and to get the rest of your organization aligned with your social media programs? You’re not alone. Social media—the way many customers now expect to be able to interact with the firms behind the brands they love—has fundamentally changed the relationships between businesses and customers. And as a marketer you are now caught in the middle of the power shift that is rolling through a marketplace near you.

Social Media, Social Business and Social CRM takes you beyond the basics, beyond a starting marketing presence on the social web. This two-day workshop is about “what’s next”, about what to do with the conversations and relationships and suggestions…and the complaints, too…that are now pouring in through the listening tools you’ve installed. If your organization is looking at you and saying “fix it!” this workshop will give you the tools and skills you need to not only respond but to bring key additional stakeholders—operations, legal, customer support and HR–into the game to help you leverage the power of the social web.

Learning Objectives

· Social Media Marketing: Learn how—and why—to develop a cross-functional, multi-disciplinary approach to building your social media program. Master the best practices in measurement, strategy, and design to create an efficient, business-based social media implementation that drives measurable results;

· Social CRM: Understand the powerful connection between social media, marketing, and the operational units within your business, and learn to use social processes to build brand advocates.

· Social Business: Create a working strategy and roadmap for your company-wide effort around social media, one that provides you with performance assessment and program enhancements that pay benefits long after your initial turn-on date by connecting your business, your employees and your market.

Who Should Attend?

Anyone responsible for social media marketing who has already started down the path and put the basics—Facebook, Twitter, a company blog and a support site—in place: This workshop is for those interested in the design and implementation of a social technology program as well as key executives serving alongside. This program is ideal for teams representing a single organization: For example, a marketing director, an operations manager and an HR supervisor or legal officer at or near the executive levels should all attend together.

Where it is Happening:

Courtyard San Francisco Downtown
299 Second Street, San Francisco , CA 94105
11/15/2011 8:00 AM – 11/16/2011 5:00 PM

Register by 10/18/2011 12:00 AM for early registration fee

Register Now – Click Here

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I know that Bill Gate is a computer/software giant and a great businessman but never thought that Bill Gates would be such an elegant speaker/writer. His quote on the passing of Steve Jobs sums it all so brilliantly: “The world rarely sees someone who has had the profound impact Steve has had, the effects of which will be felt for many generations to come. For those of us lucky enough to get to work with him, it’s been an insanely great honor. I will miss Steve immensely.”
— Bill Gates

Older but No Less Exciting Posts

Check out my Posts on WordPress at jtouboul.wordpress.com

After a few months of hiatus thinking of the format and approach on how to best organize my time I decided to combine my blog and Newsletter into one, and use WordPress web environment as the platform to do that.  However, in order to circumvent the limitations of WordPress.com, I am using the WodPress’ web management platform available from WordPress.org that I am hosting on my own server.  As a result, these will be available via www.jtouboul.com/blog/

So, without due, some updates on what is going on with my ventures and highlight on my October newsletter that is available here.

News and Updates

A bit of exciting news as a result of the new Google Panda algorithm (which by the way was updated a couple days ago with version 2.5). Some of the web properties that I managed have directly benefited from Panda thanks to my strict adherence to playing the game in a fair and smart way.

Here are a couple of examples: Buy-California-Wine.com is now listed on the first page of Google under the key-term “buy california wine” with  over 55 million results competing for the same keyword.  A very exciting change. Click here to visit the site!

In the same manner, the property EveryDayNetbargains.com is now listed in one of the top 5 positions on Google when a search using the term “every day bargain” with 166 million results competing for the same keyword.  Click here to visit the site!

Needless to sat that I love the new Panda algorithm and I’d be happy to share some of my knowledge and experience with Panda with you.

Of course, I also intend to continue studying updates and new release to insure that the properties that I manage sty on top of the Google searches.

My October Newsletter: click here to read the Newsletter

From Marketing Profs, an article by Sandra Rand about Three New Ways to Market Your Small BusinessClick here to read the article!

From ZDNet, an article by Rich Harris on Google+, Google+: Source code reveals unannounced features?.. Click here to read the article!

From iMedia an article written by Scott Meldrum: How the “new Facebook” impacts news feed optimization. Click here to read the article.

An article by Chris Crum about a new webmaster tool from Google : Google Launches Important New Tools for Webmasters. lick here to read the article.